Managing the Amazon platform it is not easy. There are many things to be aware of: the content of product pages, how the keywords work, advertising campaigns, etc. All this involve a lot of effort and, oftentimes, means that other aspects such as the management of reviews and Q&As, don´t receive the attention they deserve from the brands.
The objective of managing the Reviews is to take care of the image of the brand, listen to the consumers and develop actions to improve it.
The information provided by customers ranges from complaints about the lack of quality or malfunctioning of a product, to comments conveying needs that are not being covered. It can be a gold mine of useful information!
Here below, we highlight five reasons why it is key to try to get reviews and monitor what consumers report in them.
1. Provide better customer service
Customer satisfaction is the main objective of all brands, why? Because that’s how you get their loyalty. This idea goes hand in hand with providing the best possible customer service. One of the main reasons for the success of many brands on Amazon, is that the service they provide, allied with the platform, is really good and effective.
Being attentive to the reviews (complaints, doubts or praise) and answering them quickly and with respect for the client, will make the clients value their commitment. At the same time, this connection with customers will make them know them better and tune in to their real needs.
2. Make product improvements
If the comments make complaints or ratings about a product, it should be viewed as an opportunity to grow and improve your product. This humble attitude and willingness to listen to customer suggestions undoubtedly makes brands stronger. They can be big changes or small details, but any of them can provide the added value you need.
The key is not to change things by any random comment you read, but to change things that are common to many customers. After all, monitoring reviews is a little market research, but it can be very reliable. Before doing large-scale market research, which is very costly in time and money, check what you have on hand in the Amazon reviews. It can serve as inspiration for your next steps.
3. Controlling the product life cycle
Sometimes it happens that a product appears that revolutionizes a sector and begins to sell like gunpowder. Those brands that join the cart late because they were still anchored to their already “outdated” products, run the risk of being left behind.
Brands must be attentive to the life cycles of their products and be prepared to reinvent themselves or come up with new products that meet a real need and differentiate them from their competitors. To this end, simply reading these comments can help to make the best decision or to drive those changes that are needed to control the life cycle of products when they have weakened or lost strength in the marketplace.
4. Identify and manage problems effectively
One of the main uses of reviews is the identification of problems that arise, that you do not realize and that can be very detrimental to your sales. Thanks to this space that connects users with the manufacturers’ brands, you can prevent small problems from becoming much bigger and more costly ones.
Complaints are never pleasant, but they can be the solution to your problems, maybe not in the short term, but in the medium term. When many consumers complain about similar things that didn’t happen before (e.g. faulty packaging, lower quality, etc) it will prompt you, if you are smart, to correct the problem so that it doesn’t happen again.
5. Take care of your image and prestige
Amazon is attracting more and more users who are looking to buy all kinds of different products. Being successful on Amazon today does not guarantee that you will always have it. Being up to date with product reviews, on-time delivery, quick problem solving and response to common suggestions or demands is the key to your reputation and success at Amazon.
All these issues, after all, are aimed at the same point: to protect the prestige of your brand or to increase it. To do this, you have to be vigilant and let your customers notice it.
Is it really worth that much?
Yes, because part of selling is also giving the best service you can and trying to meet the real needs of customers and problems, of whatever kind, that may arise.
One of the first things you need to solve is to have reviews, for this, you need to have the retail product ready (detail page with its descriptions, images, A+ content and perfect title, having enough stock, reasonable price, etc). Something that also makes a difference is having tools, such as Amazon Vine, that make it easier for consumers to express their opinions of the product and that automate the process so that brands can obtain information about their products and their brand.
At Amazing | Amazon Data Driven Agency, we believe that reviews are an essential part of having a product ready for sale. Therefore, our Retail team, specialized in Amazon consulting, helps clients manage reviews so they can make the best decisions for their growth on the platform.
We are an agency specialized in helping sellers in the marketing and advertising management on Amazon
